Online shopping cart abandonment (OSCA) rates are high and represent a high potential loss of revenues for online vendors. In this context, this work innovates by investigating whether and how affect is related to OSCA. This follows the vast evidence on the role of affect in explaining consumer behavior. Moreover, drawing on the hierarchical model for the effect of stable individual characteristics on individuals' behavior and attitudes, we propose that the relationship between affect and OSCA is mediated by (decisional and online) procrastination. The aims of the study are accomplished through an experimental study (Study 1: N1 = 112), in which we manipulate individuals' emotions and, subsequently, measure their likelihood of engaging in OSCA. In a second study, we designed a survey (Study 2: N2 = 311) to test whether procrastination mediated the relationship between affect and OSCA. The results suggest that, compared to individuals high on negative affect, those with higher levels of positive affect are less likely to leave products on shopping carts (Study 1). The findings also suggest that while trait positive affect contributes to decreasing OSCA through decisional and online procrastination, trait negative affect is linked with an increase in OSCA as individuals engage in decisional and online procrastination (Study 2). Hence, this study delivers a relevant contribution to existing knowledge by being the first to look at how positive and negative affect relate to OSCA. Moreover, the study also provides several managerial implications for firms to build more customer-driven online activities and, thereby, mitigate OSCA.
Technology-based innovation is critical to new product development in today's rapidly advancing technological landscape. However, while customer participation (CP) is recognized as a key factor in driving successful innovation, the impact of varying levels of CP on consumer behavioral intentions, particularly within the context of technology-based innovation, remains underexplored. This study examines how different levels of CP in the development process of innovative products influence the behavioral intentions of nonparticipating consumers. The findings from four experiments indicate that, at lower levels of CP, consumer behavioral intentions increase with higher levels of technology-based innovation; however, this effect diminishes as CP increases. Specifically, perceived risk mediates this relationship, with the effect being more pronounced in higher-complexity product categories and less so in lower-complexity products, suggesting that product complexity acts as a boundary condition. This study extends existing research by identifying perceived risk as a key mechanism through which CP in technology-based innovation shapes consumer behavioral intentions. Our findings offer both theoretical and practical implications for researchers and marketers.
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